After greater than a decade creating content, YouTube star Claudia Sulewski is launching a brand of her own.

Friday, her self care brand Cyklar launches direct-to-consumer with its first product, Body Cream, $58.

“The entire brand is supposed to be genderless,” said Sulewski, who has 2.45 million subscribers on the platform. “It’s inclusive, it’s sustainable, and [those are] the pillars that led the way in which of each decision.”

While Sulewski had done collaborations prior to now, including one with Nordstrom’s private label brand BP., she wasn’t able to do her own thing until about three years ago when she began developing the brand.

“I’ve been making videos online for over a decade and have watched so many friends and peers create their very own brands,” she said, noting she began her YouTube when she was 13. “For some time I used to be resistant because I felt like I didn’t know enough yet. I desired to wait until the time felt right, in that I can afford the time to be sure that that I’m making the appropriate decisions.”

It was this deliberate approach that led to some key differentiators for Cyklar. For starters, Sulewski desired to create a brand that prompted users to be more sustainable. As a content creator, she was used to having products pile up, so she selected refillable and reusable packaging that’s compostable.

“What I’ve never found an excessive amount of of is packaging that’s very minimal and encourages you to make use of it and reimagine it nonetheless you would like to once you’re done with it,” she said. “After all, refills usually are not a recent concept, but what continues to be relatively recent is compostable refills.”

Sulewski worked with On Repeat, a packaging manufacturer, for the compostable refills, which is able to launch soon. The jar also features easy glass packaging with minimal branding, so it could be repurposed. This emphasis on recyclability also informed the name of the brand.

“The word itself is inspired by the word cycle and continuing to make use of your products and your vessels, keeping the cycle going,” Sulewski said.

By way of the product, the concept for the Body Cream popped into her head within the shower. The hero ingredient is banana flower extract, an upcycled ingredient typically discarded from bananas

“The flower itself actually has really great hydrating properties and it’s a prebiotic,” Sulewski said. “It’s got antioxidants in it.”

The formula also includes niacinamide to hydrate and desert cactus flower, a delicate exfoliant. Sulewski said this and all future Cyklar products would even be vegan, cruelty-free, dermatologist-tested, paraben-free, sulfate-free and silicon-free.

The scent, named Crescent after Sulewski’s childhood street, which was surrounded by forests, was also key to make sure the brand was genderless. It features a base of velvet woods, moss and cedar with a couple of lighter floral notes to “round out the sides,” in keeping with Sulewski, who called creating the scent essentially the most fun a part of the event process.

Sulewski plans to proceed expanding within the body care space, with additional products coming soon. “I view Cyklar as a self care, lifestyle brand,” she said. “I definitely want it to fall under that general category.”

Sulewski filmed the whole technique of developing Cyklar and shall be promoting it across her channels. Based on industry sources, the brand is anticipated to succeed in $1.5 million in first-year retail sales.